Aspect ratio
Definition: The relationship between width and height (e.g., 1:1 square, 4:5 portrait).
Why it matters
Correct ratios improve consistency across marketplaces and ad placements.
Aspect ratio is the proportional relationship between an image's width and height. It's expressed as two numbers separated by a colon (1:1, 4:3, 16:9, etc.). Different platforms and placements require different aspect ratios, making this a critical consideration for ecommerce imagery.
Common aspect ratios
- 1:1 (square): Instagram feed, most product grids
- 4:5 (portrait): Instagram feed optimal, Facebook ads
- 9:16 (vertical): Stories, Reels, TikTok
- 16:9 (landscape): YouTube, website banners
- 4:3: Traditional photography, some marketplaces
Platform requirements
Different platforms favor different ratios:
- Shopify: Square (1:1) recommended for consistency
- Amazon: Square or 4:5 portrait, product should fill frame
- Instagram: 1:1 or 4:5 for feed posts
- Facebook ads: 1:1 for feed, 9:16 for stories
Catalog consistency
Using a consistent aspect ratio across your product catalog is important for visual cohesion. When products have different proportions (tall bottles vs wide boxes), consistent framing with appropriate padding keeps your grid looking professional.
Planning for multiple formats
When creating product images, consider all the places they'll be used. Shoot with enough 'padding' around the product so you can crop to different aspect ratios without cutting off important details.
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